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One of the most common things I hear from business owners is this:

“Michael, nobody does that in my industry.”

Let me tell you something straight:

That mindset is exactly what keeps businesses stuck.

Here’s the reality:

Industry norms are usually just habits.

Not rules. Not strategy.
They’re just what everyone else got comfortable doing.

And most of the time?

Everyone is doing the same thing… and getting the same average results.

If nobody’s doing it…

👉 That’s your opening.

When I was building my businesses, I didn’t sit around asking:

“What are my competitors doing?”

I asked:

“What would actually work for the customer?”

That’s a very different question.

When you follow the crowd:

• You blend in

• You compete on price

• You fight for scraps

• You stay predictable

Predictable businesses are easy to ignore.

The businesses that win do something different:

They say things others won’t say
They try things others won’t try
They show up where others won’t show up

Not randomly, but strategically.

Think about it like this:

Every industry has a “box.” Most owners stay inside it because it feels safe.

But the money? The attention? The growth?

That happens outside the box.

A better way to think:

Instead of saying: “Nobody in my industry does that…”

Start asking: 👉 “What if that’s exactly why it would work?”

Here’s your challenge this week:

Look at your business and ask yourself:

• What am I NOT doing because it feels “outside the norm”?

• What is everyone else doing that I’m just copying?

• Where am I playing it safe instead of standing out?

Then pick one thing and test it.

You don’t need to reinvent your whole business. Sometimes one move outside the norm is all it takes to separate you from everyone else.

I’ve built businesses by doing things others wouldn’t.

Not to be different for the sake of it… But because different gets noticed.

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To your success - one brick at a time,

P.S. If you look like everyone else, customers treat you like everyone else.

P.P.S. The move you’re avoiding because “no one does it” might be the one that changes everything.

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